This newspaper ad created by Dentsu for Ajinomoto was selected from
more than 600 entries to win the 20th Newspaper Advertising Award in
Japan for best ad planned by advertisers.
The ad aimed to underline the fact that for the average Japanese, it is
extremely important to master the art of using chopsticks, especially
when eating fish because of the skill needed to separate the meat from
the bones.
It also underlined Ajinomoto's corporate commitment to eating fish,
whose flavour can be enhanced and improved by a variety of seasoning
products available from the large-scale maker of general foods.
The CD was Kenichi Yatani, with Taihei Okura as art director.
